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Models of Communication

The document discusses several models of communication, beginning with Aristotle's model from 300 BC. It then covers Lasswell's linear model from 1948, which focused on who says what through which channel to whom with what effect. Shannon and Weaver's model from 1949 treated communication mathematically. Berlo's 1960 SMCR model analyzed factors affecting individual components. Dance's 1967 helical model portrayed communication evolving over time. Wood's transactional model depicted interdependent, continuously changing interactions between elements. Becker's 1968 mosaic model showed complexity and unavailable messages. Finally, the AIDA model outlines four steps - attention, interest, desire, action - for effective advertising.

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Roan Arnega
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4K views

Models of Communication

The document discusses several models of communication, beginning with Aristotle's model from 300 BC. It then covers Lasswell's linear model from 1948, which focused on who says what through which channel to whom with what effect. Shannon and Weaver's model from 1949 treated communication mathematically. Berlo's 1960 SMCR model analyzed factors affecting individual components. Dance's 1967 helical model portrayed communication evolving over time. Wood's transactional model depicted interdependent, continuously changing interactions between elements. Becker's 1968 mosaic model showed complexity and unavailable messages. Finally, the AIDA model outlines four steps - attention, interest, desire, action - for effective advertising.

Uploaded by

Roan Arnega
Copyright
© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Models of Communication

• Communication models are systematic representations


of the process which helps in understanding how
communication works can be done.

• Models show the process metaphorically and in


symbols.

• Communication models can sometimes encourage


traditional thinking and stereotyping but can also omit
some major aspects of human communication.
Aristotelian Model
• Aristotle(384-322 B.C) was a Greek philosopher
and writer born in Stagira, Northern Greece.
• Aristotle developed a linear model of
communication for oral communication known as
Aristotle's Model of Communication.
• This is considered as the first model of
communication and was proposed before 300
B.C. It is also the is most widely accepted among
all communication models.
Aristotelian Model

PREMIUM ON ONE’S
PERSUASIVENESS
Critical Elements of a Good
Communicator
• Ethos is the characteristic which makes you credible
in front of the audience. If there is no credibility, the
audience will not believe in you and will not be
persuaded by you. Expertise and positions also give
credibility to a person.
• Pathos- If what you say matters to them and they
can connect with it, then they will be more
interested and they will think you are more credible.
Emotional bonds will make the audience captivated
and they feel the speaker is one of their own people.
• Logos is logic. People believe in you only if they
understand what you are trying to say. People find
logic in everything.
Lasswell’s Model
• Lasswell's communication model was
developed by communication theorist Harold
D. Lasswell (1902-1978) in 1948. Lasswell’s
model of communication (also known
as action model or linear model or one way
model of communication) is regarded as one
the most influential communication models.
Lasswell’s Model
THE FUNCTION OF
COMMUNICATION IN
HUMAN SOCIETY
To protect
To fortify
A NATION’S
STABILITY
To enhance
Explanation of different Components
of Lasswell's Model
• Control analysis helps the sender to have all the power.
• Content analysis is associated to stereotyping and
representation of different groups politically. It is also
related to the purpose or the ulterior motives of the
message.
• Media analysis represents which medium should be
used to exercise maximum power against the receivers.
• Audience analysis shows who are the target population
to be manipulated or brain-washed.
• Effect analysis is done before the process starts. It is
used to predict the effect of message over the target
population to be exploited.
Shannon – Weaver Model
• Shannon was an American mathematician
whereas Weaver was a scientist. The
Mathematical theory later came to be known
as Shannon Weaver model of communication
or “mother of all models." This model is more
technological than other linear models.
Shannon – Weaver Model

PHONE TELEPHO SIGNA TELEPHO PERSO


CALL NE L NE N

FOUND ONLY
WITHIN THE
MESSAGE
SMCR Model
• In 1960, David Berlo postulated Berlo's
Sender-Message-Channel-Receiver (SMCR)
model of communication from Shannon
Weaver‘s Model of Communication (1949). He
described factors affecting the individual
components in the communication making
the communication more efficient.
Berlo’s Model

Communication is highly influenced by several


encompassing factors.
• Frank Dance proposed a communication
model inspired by a helix in 1967, known as
Helical Model of Communication.
• Helix is compared with evolution of
communication of a human since birth to
existence or existing moment.
Dance’s Helical Model

Communication progresses and moves forward.


Wood’s Transactional Model
• “Transactional” means that communication is an
ongoing and continuously changing process
(Teachers, students, and environment are
changing. Each element in transactional process,
exists in relation to all the other elements
(interdependence - no source without a receiver
and no message without a source).
• Each participant in the communication process
reacts depending on factors such as their
background, prior experiences, attitudes, cultural
beliefs and self-esteem.
Wood’s Transactional Model
Each element is related to one another;
NO SOURCE without A RECEIVER,
NO MESSAGE without a SOURCE

Communication is I
on-going,
continuing changing
process M INDIVIDUAL EXPERIENCES, attitudes,
culture, self-esteem play important roles
E in the process.
Becker’s Mosaic Model
• Sam Becker proposed a communication model
in “The Prospect of Rhetoric” (1968), which is
known as Becker’s Mosaic Model of
Communication.
• According to him, the classical models of
communication are not very useful in
contemporary communication. The model
explains the complexity of human
communication.
Becker’s Mosaic Model
Components of Becker’s Mosaic Model
of Communication
• Empty cells- Unavailable messages or sources
• Vertical layers- Set of similar messages
• Cells- Messages and sources
• Receivers go through the cells in loops every
time
AIDA Model
• AIDA is an acronym for "Attention, Interest,
Desire and Action". This model is used as
a communication and marketing model,
especially in advertising communication as a
principle and as a guide in ad copywriting.
• According to the AIDA model, getting
attention, raising interest, building desire and
putting it in action are the four steps or
elements that an advertisement should have
to persuade consumers and meet marketing
objectives.

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